Experience Highlight: Hellmann’s Proof-of-Purchase Giveaway

For consumer packaged goods (CPG) brands, a proof-of-purchase campaign can be a great tool to drive sales, earn first-party data, and build long-term customer loyalty.

About Hellmann’s

Hellmann’s is a mayonnaise brand owned by Unilever – one of the largest consumer packaged goods (CPG) companies in the world. Unilever does no direct-to-consumer business, meaning all their brands are sold through retail partners. However, no eCommerce presence doesn’t mean no digital presence. In fact, Unilever does a great job engaging consumers across their brands’ websites, social media accounts, and emails with recipe content, newsletters, and engaging promotions.

The Experience: Hellmann’s Getaway Sweepstakes

This particular Wyng-powered experience comes from Unilever Canada. It is a proof-of-purchase sweepstakes where 10 lucky winners will receive $10,000 to put towards a summer getaway.

While seemingly a simple looking experience at first, Unilever Canada is using some advanced form capabilities that will ensure the quality of sweepstakes entrants and block bad actors from taking advantage of the experience.

 

For example, Unilever Canada uses validation rules to define appropriate formats for the Postal Code field.

Unilever Canada also configures the Birthdate field to not allow dates before 2006 (since participants must be 18 years or older to enter the sweepstakes).

Lastly, Unilever Canada enables CAPTCHA on the form, a safeguard to protect the sweepstakes from bot submissions.

In addition to Unilever Canada using advanced form features to block bad actors, the features are also used to facilitate compliance requirements. For example, Unilever Canada uses custom form fields to create a small test of skill – a question required by Canadian law.

The final step before entering is to submit a photo of your receipt to verify purchase. For this particular experience, Unilever opted to use a receipt upload to validate a purchase was made. Wyng also supports proof-of-purchase campaigns using Universal Product Codes (UPCs).

Risk Management & Fraud Prevention in Giveaways

Cheating and bots are major concerns for brands looking to run a giveaway. Hellmann’s does a great job of blocking bad actors from participating in their giveaway by using CAPTCHA, form field validation, and receipt verification to prevent fraudulent activity.

 

With a quality consumer engagement platform, it is possible to keep cheaters and bots at bay. When evaluating which partner to run your next sweepstakes or contest with, be sure to ask about these risk management and fraud prevention capabilities:

  • Email or SMS validation to eliminate fake signups
  • CAPTCHA to block non-human submissions
  • Disposable email blocklist to block form submissions containing email addresses from disposable domains
  • Participation policies to control how many times a use can submit a form in any given time period
  • Code validation to limit form submissions only to those with a valid code
  • Audit trail to identify suspicious activity and isolate fraudulent use

 

Ready to Build Your Own Proof-of-Purchase Campaign?

Existing Wyng users should check out information about our Photo Upload Component (for receipt validation) or Code Validation (UPC verification) in our Help Center. Or, if you are new to Wyng – start your 30 day free trial today. Get started with a sweepstakes or giveaway, and then check out our templates for product advisors, spin-to-wins, countdown calendars, UGC contests, and more!

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